A PROJECT REPORT

ON
MARKETING STRATEGIES OF ROLLS-ROYCE
A project report submitted in the partial fulfillment of the requirements
For the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
TO
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
By
AKSHAY GROVER
Enroll no.: 00190201815
Under the guidance of

Ms. Aman Luthra mam

SRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT

AND

INFORMATION TECHNOLOGY
(Affiliated to Guru Gobind Singh Indraprastha University, Delhi)(20152018)

DECLARATION
I hereby declare that the project work entitled
Marketing

strategies

of

Rolls-Royce

is

submitted to the Indraprastha University, is a

record of original work done by me under the
guidance of Ms. Aman Luthra mam.

Place- Delhi

Signature of the Scholar

Name- Akshay Grover
Enrolment No- 00190201815

CERTIFICATE
This

is

to

certify

that

Akshay

Grover

No.00190201815, BBA(B&I) student of

Enrolment

Sri Guru

Tegh

Bahadur Institute Of Management And Information

Technology

has

done

project

work

on

Marketing

Strategies On Rolls-Royce under the guidance of Ms.

Aman Luthra mam.
___________
Signature of Director
Prof. (Dr.) P.L. Sethi
________________
Signature of Incharge
Ms. Bipasha Chaudhary mam
________________
Signature of the Guide
Ms. Aman luthra mam
_______________

Place: Delhi
Date:

Signature of the Scholar

Name- Akshay Grover
Enrollment No.: 00190201815

ACKNOWLEDGEMENT
With performed sense of gratitude and regard, I
express my sincere thanks to my guide and trainer
Ms. Aman Luthra mam for her valuable guidance
and the confidence she inculcated in me, that
helped me in the successful completion of this
project report. Without her help, this project report
would have been a distinct affair. Her thorough
understanding of the subject and the professional
guidance provided me immense help. I am also
thankful of our teachers who cooperate with me
and gave me their valuable time.
Place- Delhi

_______________
Signature of the Scholar
Name- Akshay Grover
Enrolment No.: 00190201815

TABLE OF CONTENT
S.NO

TOPIC

PAGE
NO.

1.
2.
3.
4.
5.
6.

Declaration
Certificate
Acknowledgement
Introduction
Company Profile
Literature review
Case study 1
Case study 2
Research Methodology

7.

Objective of study
Design
Scope of study
Significance
Limitation
Data Analysis and Interpretation

8.
9.
10.
11.

Conclusion and Findings

Recommendation and Selection
Bibliography

CHAPTER-1
INTRODUCTION OF ROLLS ROYCE
Rolls-Royce Limited is a renowned British car-manufacturing and,
later, aero-engine manufacturing company founded by Charles Steward
Rolls and Sir Fredrick Henry Royce on 15 March 1906 as the result of a
partnership formed in 1904. In addition to the company's reputation for
superior engineering quality which has led to its epithet as the "best car
in the world", Rolls-Royce Limited was known for manufacturing the
high-powered "R" engines responsible for land and air speed records as
well as successful performances in automobile racing.
In 1907 Charles Rolls, whose interests had
turned increasingly to flying, tried unsuccessfully to persuade
Royce and the other directors to design an aero engine.
When World War I broke out in August 1914 Rolls-Royce (and
many others) were taken by surprise. As a manufacturer of luxury
cars, the company was immediately vulnerable, and Claude
Johnson thought the bank would withdraw its overdraft facility on
which Rolls-Royce depended at that time. Nevertheless, believing
that war was likely to be short-lived the directors initially decided
not to seek government work making aero engines. However, this
position was quickly reversed and the company was persuaded by
the War Office to manufacture fifty air-cooled under licence
from Renault.Meanwhile, theRoyal Aircraft Factory asked RollsRoyce to design a new 200 hp (150 kW) engine. Despite initial
reluctance they agreed, and during 1915 developed the
company's first aero engine, the twelve-cylinder Eagle. This was
quickly followed by the smaller six-cylinderHawk, the 190 hp
(140 kW) Falcon and, just before the end of the war, the larger
675 hp (503 kW) Condor.

1.1 -History
In 1884 Henry Royce started an electrical and mechanical business. He made his
first car, a two-cylinder Royce 10, in his Manchester factory in 1904, and
was introduced to Charles Rolls at the Midland Hotel, Manchester on 4 May of
that year.
In 1971, Rolls-Royce was crippled by the costs of developing the advanced jet
engine, resulting in the nationalisation of the company as Rolls-Royce (1971)
Limited. In 1973, the car division was separated from the parent company as RollsRoyce Motors. Rolls-Royce (1971) Limited continued as a nationalised company
until it was privatised in 1987as Rolls-Royce plc.

During 1906 Royce had been developing an improved six-cylinder model with
more power than the Rolls-Royce 30 hp. Initially designated the 40/50 hp, this was
the company's first all-new model. In March 1908 Claude Johnson, Commercial
Managing Director and sometimes described as the hyphen in RollsRoyce, succeeded in persuading Royce and the other directors that Rolls-Royce
should concentrate exclusively on the new model, and all the earlier models were
duly discontinued. After the introduction of the Phantom model in 1925 this 40/50
model was referred to as the Silver Ghost.

The new 40/50 was responsible for the company's early reputation with over 6,000
built. Its chassis was used as a basis for the first British armoured car used in
both world wars. In 1921, the company opened a second factory in Springfield,
Massachusetts in the United States (to help meet demand), where a further 1,701
"Springfield Ghosts" were built. This factory operated for 10 years, closing in
1931.
During 1906 Royce had been developing an improved sixcylinder model with more power than the Rolls-Royce 30 hp.
Initially designated the 40/50 hp, this was the company's first allnew model.In March 1908 Claude Johnson, Commercial Managing
Director and sometimes described as the hyphen in RollsRoyce.succeeded in persuading Royce and the other directors
that Rolls-Royce should concentrate exclusively on the new
model, and all the earlier models were duly discontinued. After
the introduction of the Phantom model in 1925 this 40/50 model
was referred to as the Silver Ghost. The new 40/50 was
responsible for the company's early reputation with over 6,000
built. Its chassis was used as a basis for the first British armoured
car used in bothworld wars. In 1921, the company opened a
second factory in Springfield, Massachusetts in the United States
(to help meet demand), where a further 1,701 "Springfield
Ghosts" were built. This factory operated for 10 years, closing in
1931. It was located at the former American Wire Wheel factory
on Hendee Street, with the administration offices at 54 Waltham
Ave Springfield was the earlier location for the Duryea Motor
Wagon Company, the location where the first American gasolinepowered vehicle was built.
After the First World War, Rolls-Royce successfully avoided
attempts to encourage the British car manufacturers to merge.
Faced with falling sales of the 40/50 (later known as Silver Ghost)
the company introduced the smaller, cheaper Twenty in 1922,
effectively ending the one-model policy followed since 1908.
In 1931 Rolls-Royce acquired the much smaller rival car
maker Bentley after the latter's finances failed to weather the
onset of theGreat Depression. From soon after World War II until
2002 standard Bentley and Rolls-Royce cars were often identical
apart from the radiator grille and minor details.

In 1933, the colour of the Rolls-Royce radiator monogram was

changed from red to black because the red sometimes clashed
with the coachwork colour selected by clients, and not as a mark
of respect for the passing of Royce as is commonly stated.
During the Second World War the British government asked RollsRoyce to open a "shadow factory" in Crewe to manufacture
aircraft parts. After the war, in 1946, Rolls-Royce and Bentley car
production moved to Crewe where they began to assemble
complete cars with bodies from the Pressed Steel Company (the
new standard steel models) for the first time. Previously they had
built only the chassis, leaving the bodies to specialist coachbuilders.

1.2 - Cars
chassis-only, no R-R built body until Silver Dawn
190406 10 hp
190505 15 hp
190508 20 hp
190506 30 hp
190506 V-8
190625 40/50 Silver Ghost
192229 Twenty

1.3 -Nationalisation
Financial problems caused largely by development of the new RB211
turbofan engine led, after several cash subsidies, to the company
being nationalised by the Heath government in 1971. The new company had
among its board members Lord Cole (a former chairman of Unilever),
Sir ArnoLWeinstock (managing director of GEC), Hugh Conway (managing
director RR Gas Turbines), Dr Stanley Hooker (RR Bristol), Sir William Cook (an
adviser to the Minister of Defence).

1.4-Aero engines
In 1907 Charles Rolls, whose interests had turned increasingly to
flying, tried unsuccessfully to persuade Royce and the other
directors to design an aero engine. When World War I broke out in
August 1914 Rolls-Royce (and many others) were taken by
surprise. As a manufacturer of luxury cars, the company was
immediately vulnerable, and Claude Johnson thought the bank
would withdraw its overdraft facility on which Rolls-Royce
depended at that time. Nevertheless, believing that war was likely
to be short-lived the directors initially decided not to seek
government work making aero engines. However, this position
was quickly reversed and the company was persuaded by the War
Office to manufacture fifty air-cooled V8 engines under licence
from Renault. Meanwhile, theRoyal Aircraft Factory asked RollsRoyce to design a new 200 hp (150 kW) engine. Despite initial
reluctance they agreed, and during 1915 developed the
company's first aero engine, the twelve-cylinder Eagle. This was
quickly followed by the smaller six-cylinderHawk, the 190 hp
(140 kW) Falcon and, just before the end of the war, the larger
675 hp (503 kW) Condor.

Throughout World War I, Rolls-Royce struggled to build aero

engines in the quantities required by the War Office. However,
with the exception of Brazil Straker in Bristol the company

resisted pressure to license production to other manufacturers,

fearing that the engines' much admired quality and reliability
would risk being compromised. Instead the Derby factory was
extended to enable Rolls-Royce to increase its own production
rates. By the late 1920s, aero engines made up most of RollsRoyce's business.
Henry Royce's last design was the Merlin aero engine, which was
first flown in prototype form in 1935, although he had died in
1933. This was developed from the R engine, which had powered
a record-breaking Supermarine S.6B seaplane to almost 400 mph
(640 km/h) in the 1931 Schneider Trophy. The Merlin was a
powerful supercharged V12 engine and was fitted into
many World
War
IIaircraft:
the
British Hawker
Hurricane, Supermarine Spitfire, de Havilland Mosquito (twinengine), Avro Lancaster ( four-engine) (a development of the Avro
Manchester
with
its
unreliable Rolls-Royce
Vulture engines), Vickers
Wellington (twin-engine);
it
also
transformed the American North American P-51 Mustang into a
competitor for the best fighter of its time, its engine a Merlin
engine built by Packard under licence. Over 160,000 Merlin
engines were produced, including over 30,000 by the Ford Motor
Company at Trafford Park, Manchester. During the war most RollsRoyce flight testing of engines was carried out from Hucknall
Aerodrome. The Merlin crossed over into military land-vehicle use
as the Meteor powering the Centurion tank among others. Many
Meteor engines used engine blocks and parts that failed
requirements for high performance engines, but were suitable for
use in the derated 480 kW (640 hp) Meteor.
Rolls-Royce came into jet turbines through an exchange of assets
with Rover and in the post-World War II period Rolls-Royce made
significant advances in gas turbine engine design and manufacture.
The Dart and Tyne turboprop engines were particularly important,
enabling airlines to cut times for shorter journeys whilst
jet airliners were introduced on longer services. The Dart engine

was
used
inArmstrong
Whitworth
AW.660
Argosy, Avro
748, Fokker F27 Friendship, Handley Page Herald and Vickers
Viscount aircraft, whilst the more powerful Tyne powered
the Breguet Atlantique, Transall C-160 and Vickers Vanguard, and
the SR.N4 hovercraft. Many of these turboprops are still in service.
Amongst the jet engines of this period was the RB163 Spey, which
powers the Hawker Siddeley Trident, BAC One-Eleven, Grumman
Gulfstream II and Fokker F28.
During the late 1950s and 1960s there was a significant
rationalisation of all aspects of British aerospace and this included
aero-engine manufacturers. In 1966 Rolls-Royce acquired Bristol
Siddeley (which had resulted from the merger of Armstrong
Siddeley andBristol Aero Engines in 1959) and incorporated it as
the Bristol Siddeley division. Bristol Siddeley, with its principal
factory at Filton, near Bristol, had a strong base in military
engines, including the Olympus, Viper, Pegasus (vectored thrust)
and Orpheus. They were also manufacturing the Olympus 593
Mk610 to be used in Concorde in collaboration with SNECMA. They
also had a turbofan project with SNECMA.
Leavesden Aerodrome, Watford was originally owned by
the Ministry of Defence and used during World War II for the
manufacture of Mosquito and Halifax aircraft. For a number of
years, Rolls-Royce used the site for the manufacture of helicopter
engines until the site closed in June 1993. The former Rolls-Royce
factory at Watford is now known as the Leavesden Film
Studios and has produced world-famous films such as James
Bond, Star Wars and Harry Potter.
1.5-Diesel engines

Rolls-Royce started to produce diesel engines in 1951. Initially,

these were intended for heavy tractors and earth-movers but,
later, they were installed in lorries (e.g. Scammell), railcars, diesel
multiple units and Sentinel shunting locomotives. Rolls-Royce took
over Sentinel's Shrewsbury factory for diesel engine production in

1956. The Rolls-Royce diesel business was acquired by Perkins in

the 1980s.
1.6-Torque converters

The railcar engines were often used with Twin Disc torque
converters which were built by Rolls-Royce under licence
from Twin Disc of the United States. "Twin Disc" is the name of the
company[7] (which originally manufactured friction clutches) and
does not describe the construction of the torque converter .

CHAPTER-2
ROLLS-ROYCE INDUSTRY PROFILE
Rolls-Royce Holdings plc is a British multinational public holding company that,
through its various subsidiaries, designs, manufactures and distributes power
systems for aviation and other industries. Rolls-Royce Holdings is headquartered
in City of Westminster, London. It is the worlds second-largest maker of aircraft
engines, and also has major businesses in the marine propulsion and energy sectors.
Rolls-Royce was the world's 16th-largest defence contractor in 2011 and 2012
when measured by defence revenues. It had an announced order book of
71.6 billion as of January 2014.
Rolls-Royce Holdings doesn't make cars so luxurious you'll cry (see Motor Cars),
but it sure can make an aircraft engine whine. One of the world's largest aircraft
engine makers, Rolls-Royce, through its Civil and Defense Aerospace businesses,
makes commercial and military engines for a broad customer base, including

airlines, corporate and utility aircraft and helicopter operators, and armed forces
around the world.
Beyond aviation, its Energy unit supplies gas turbine power generation to the oil
and gas industry, while its Marine segment makes propulsion systems that power
70 navies worldwide. Rolls-Royce has operations in North America, Europe, and
Asia, with an emerging presence in the Middle East.
Rolls-Royce is listed on the London Stock Exchange and is a constituent of
the FTSE 100 Index. As of June 2013, it had a market capitalisation of
22.22 billion, the 24th-largest of any company with a primary listing on the
London Stock Exchange.
2.1-Ownership and licensing of trademarks
In 1998, Vickers decided to sell Rolls-Royce Motors. The most
likely buyer was BMW, who already supplied engines and other
components for Rolls-Royce and Bentley cars, but BMW's final
offer of 340 million was beaten by Volkswagen's 430 million.
A stipulation in the ownership documents of Rolls-Royce dictated
that Rolls-Royce plc, the aero-engine maker, would retain certain
essential trademarks, including the Rolls-Royce name and logo if
the automotive division was sold. Although Vickers plc sold the
vehicle designs, nameplates, administrative headquarters,
production facilities, Spirit of Ecstasy and Rolls-Royce grill shape
trademarks to Volkswagen AG, Rolls-Royce plc chose to license
the Rolls-Royce name and logo to BMW AG for 40 million,
because Rolls-Royce plc had recently had joint business ventures
with BMW.
BMW's contract to supply engines and components to Rolls-Royce
Motors allowed BMW to cancel the contract with 12 months'
notice. Volkswagen would be unable to re-engineer the RollsRoyce and Bentley vehicles to use other engines within that time
frame. With the Rolls-Royce brand identification marks split
between the two companies and Volkswagen's engine supply in
jeopardy, the two companies entered into negotiations.

Volkswagen agreed to sell BMW the Spirit of Ecstasy and grill

shape trademarks and BMW agreed to continue supplying engines
and components until 2003. Volkswagen continued to produce
Rolls-Royce branded vehicles between 1998 and 2003, giving
BMW time to build a new Rolls-Royce administrative headquarters
and production facilityon the Goodwood
Estate near Chichester, West Sussex, and develop the Phantom,
the first Rolls-Royce from the new company. Rolls-Royce Motor
Cars Limited became the exclusive manufacturer of Rolls-Royce
branded cars in 2003. Rolls-Royce announced in September 2014
that a new technology and logistics centre will be built, due to
open in 2016, 8 miles away from the main headquarters, in the
seaside resort town of Bognor Regis.

2.2 -Nationalisation and separation

Having been selected as the sole engine supplier for the Lockheed(TriStar), RollsRoyce committed heavily to the engine, but its development was hampered by
considerable technical problems, and on 4 February 1971 Rolls-Royce went
into administrative receivership. To save the company, Edward Heath's
government nationalised .

2.3 -Privatisation and expansion

Rolls-Royce plc was privatised in 1987 under the government of Margaret
Thatcher. The 1980s saw the introduction of a policy to offer an engine fitment on
a much wider range of civil aircraft types, with the company's engines now
powering 17 different airliners (and their variants) compared to General Electric's
14 and Pratt & Whitney's 10.

2.4 -Allison acquisition

On 21 November 1994, Rolls-Royce announced its intention to acquire the Allison
Engine Company, an American manufacturer of gas turbines and components for
aviation, industrial and marine engines; the two companies had a technical
association dating back to the Second World War.

 2.5 -1999 acquisitions

In 1999 Rolls-Royce acquired Vickers plc for its marine businesses. Rolls-Royce
sold Vickers Defence Systems (the other major Vickers area of business) to Alvis
plc in 2002, which then became Alvis Vickers.

Products
Phantom
From 2003 Phantom 4-door sedan. Launched in January
2003 at Detroit's North American International Auto Show,
this is the first model from Rolls-Royce Motor Cars
Limited. The car has a 6.75 L V12 engine sourced from
BMW, but most components are unique to the car. Parts are
sourced from Continental Europe and the UK. Assembly,
leather work, wood work, and finishing are carried out in a
new factory in Goodwood near Chichester, Sussex.
From 2005 Rolls-Royce Phantom Extended Wheelbase. This
car's wheelbase is 250mm longer than that of the standard
Phantom sedan.
From 2007 Phantom Drophead Coup (convertible)
From 2008 Phantom Coup

Ghost
From 2010 Ghost 4-door sedan. Rolls Royce announced in
September 2006 that it would develop a new four-door
model named Ghost. The Ghost will be smaller than the
previous Rolls Royce automobile launched, the Phantom.
Only 20% of the components would be sourced from BMW
F01 7 Series, and it will be positioned below the Phantom.
On 4 March 2014, the new Ghost Series II was revealed to
the public at the Geneva Motor Show. It has a facelift front
with new LED headlights. The interior has had an update as
well.

Wraith
From 2013 Rolls-Royce Wraith coup. Rolls-Royce Motor
Cars launched a new car at the Geneva Motor Show on 5
March 2013.[5] The new car, named the Rolls-Royce Wraith
(in honour of the original Wraith built by the original RollsRoyce Limitedfrom 1938-1939) was a luxury coupe, with a
long bonnet and a sleek roof line, and was a coupe version of
the Ghost. It was powered by a 623 bhp, twinturbocharged V12
engine connected
to
an
8-speed
gearbox.Deliveries were expected to begin by the end of
2013. Rolls-Royce had stated that the Wraith would be the
most powerful Rolls-Royce motor car to that date.

SUV
2015 Rolls-Royce announced the production of SUV for the
very first time in the company history. According to Rolls
Royce, "the new SUV will set new luxury standards among
cars of this segment". It is likely to be rolled out in 2017 as a
2018 model.

CHAPTER-4
COMPANY PROFILE
Rolls-Royce plc provides power systems for land, sea and air throughout the
world. Its leading position in its key markets of aerospace, marine and energy has
been achieved by focused attention on customers requirements and a network of
manufacturing and service facilities staffed by exceptional.

Rolls-Royce plc Registered office: 65 Buckingham Gate London SW1E 6AT

Telephone 020 7222 9020 Company number: 1003142

Chairmans statement : Sir Ralph Robins

Rolls-Royce is building a strong portfolio of businesses which are winning an

increasing share of world markets. Our success is demonstrated by our record order
book and by our leading market positions. Rolls-Royce made good progress in
2000.

Rolls-Royce Motor Cars Limited

Type

Private

Industry

Manufacturing
Distribution
United Kingdom (March 1998)

Founded
Headquarters

Goodwood,
Kingdom

Area served

Worldwide

Key people

Products

Services

Torsten Mller-tvs, CEO

Peter
Schwarzenbauer,
Chairman
Phantom
Phantom Coup
Ghost
Wraith
Dawn
Automobile customisation

Number of employees 1,300 (2014)

Parent

England, United

BMW

We continued to develop a strong portfolio of businesses, strengthening our market

position whilst continuing to improve productivity. We achieved a record order
book of 13.1 billion with a further 1.4 billion of announced business, reflecting
significant growth in the civil aerospace and marine markets. We participate in
many of the worlds key defence aerospace programmes and we anticipate growing
success in the energy sector, as a range of new products becomes available. In each
of these market sectors we are exploiting our large investment in core gas turbine
technology, and developing a range of related products and services.
We are increasing our share of growing world markets as we introduce new
competitive products and exploit the aftermarket from our successful range of
established products and services. During 1999 we made four significant
acquisitions which enhanced our position in each market sector. The acquired
businesses met our expectations in 2000.
We increased our share of the civil aerospace market to 31 per cent of all orders
placed during the year and delivered a record number of engines. The Trent family
had an excellent year. New orders for the Trent 700 and 800 engines for Airbus
A330 and Boeing 777 respectively were gained from around the world. The Trent
500 for the Airbus A340-500/600 was certificated in December, ahead of schedule.
The selection of the latest member of the Trent family, the Trent 900, by Singapore
Airlines, Virgin.

4.1 -CORPORATE HEILIGHTS

Trent 900 engine launched for Airbus A380 aircraft and Trent 500 gained
certification. Trent 600 designed for Boeing 747 developments.
Record order intake for commercial marine business and WR-21 marine gas
turbine selected to power new Type 45 destroyer.
Industrial RB211 engines to be used in the first gas turbine power station to be
built by the company in Brazil.

 Rolls-Royce is a member of the consortium chosen to build the TP400 engine,

selected by Airbus for its new military transport aircraft.

4.2 -Company Perspectives:

Rolls-Royce is a world leading power systems business, meeting
the needs of customers, shareholders and employees for the next
century. We provide cost-effectively engineered products and
services to commercial and military customers in propulsion,
electrical power and materials handling markets around the
world. Customers from the world's leading airlines to executive jet
operators rely on our powerful range of commercial aero engines
and global support network. Military customers benefit from
engines for helicopters, fast jets, trainers and transport aircraft,
as well as naval vessels. We provide power utilities and
independent operators with innovative solutions to their electrical
generation, transmission and distribution needs and serve
customers in industrial, marine and nuclear engineering markets .
4.3 -Forming Rolls-Royce in 1904
Rolls's interest in becoming a dealer of British automobiles led
him to Royce's new line. The two men met, and a deal was finally
struck for C.S. Rolls and Co. to become the exclusive dealer for
Royce. Their December 23, 1904 agreement stipulated all cars
sold by their arrangement were to be called "Rolls-Royce." Four
models went into production: the twin-cylinder, ten-horsepower;
the three-cylinder, 15-horsepower; the four-cylinder, 20horsepower; and the six-cylinder, 30-horsepower. All the vehicle
engines shared a series of parts--pistons and rings, valves,
connecting rods, springs and bearings, among others.
In 1905, the first year of production, Rolls-Royce's four types of
vehicles ranged in price from 395 to 890 and, therefore, were
purchased only by the wealthy. Expansion of the motorcar market
at this time tended to focus on innovations in engine design. In
1905, Rolls-Royce introduced its eight-cylinder, V8 engine,

regarded by motoring enthusiasts as innovative for the smoother,

quieter ride it allowed.
In 1906 Rolls-Royce introduced the 40/50 model, or the Silver
Ghost, named for its metallic appearance and its engine that was
"quiet as a ghost." Some British journalists called it "the best car
in the world." Orders for this and earlier models climbed steadily
that year, and this brought about the expansion of the company
to a new factory in Derby. To fund the new plant, a subscription of
new shares worth 100,000 was offered on the stock market in
December 1906 under a new name: Rolls-Royce Limited. The
subscription named Royce as chief engineer and works director,
and Rolls as technical managing director. Ernest Claremont was
appointed to chair the company.
The Derby factory opened on July 9, 1908, amid much pageantry.
Proof that the new Silver Ghost was to be a success came in 1911
when the Indian government ordered eight new models for use by
King George V and his entourage during theDelhi Durbarthat year.
Around this time, Rolls began to distance himself from the car
company as both his fame and outside interests grew. He
resigned as technical managing director and became a consultant
to Rolls-Royce in April 1910. Three months later, Rolls was
tragically killed when his Wright biplane crashed. As a symbol of
mourning, the intertwined "RR" logo on the Rolls-Royce radiator
plate was changed from red to black. Soon thereafter the
workaholic Royce fell seriously ill from exhaustion, and he spent
much of 1912 convalescing. In time, Royce took a home in the
south of France and reduced his shop floor work--but not his
design contributions--to conserve his health.

4.4 -Expansion into Aircraft Engines During World

War I
Day-to-day responsibility of Rolls-Royce Limited then passed to
Claude Johnson, who reaffirmed the longtime company

commitment to producing and perfecting one model. For a

company building luxury cars, the benefits of military
procurement beginning at the outbreak of World War I were not
immediately apparent. But, in 1914, Rolls-Royce found itself in
demand to produce chassis for armored fighting vehicles, and
Rolls-Royce cars soon became widely used as staff cars for the
British Army.
During this time Rolls-Royce also was called upon to design
aircraft engines to help with the war effort. The company's
association with aviation propulsion had begun earlier. In fact, the
original 1906 agreement between Rolls and Royce had mentioned
in the first paragraph that the company had a wide mandate to
provide propulsion on land, at sea, and in the air. Furthermore,
Royce had served as a consultant to the Royal Aircraft Factory at
Farnborough. Outside of this early interest in aviation, however,
which Royce shared with Rolls, actual production of aero engines
did not begin until the onset of World War I.
In early 1915, Royce led a team of engineers in working out a
design. Within three days of the war's outbreak, Royce was poring
over plans for a 200-horsepower aero engine. Some of the
technology--crankshaft,
connecting
rods,
geartrains--were
borrowed from the Silver Ghost motorcar engine. But more
pistons were required--12 in all. Thus was born the 60 degreeV12
enginethat became the prototype for all machinery produced by
Rolls-Royce after 1918.
Testing of a 225-horsepower aero engine had begun at Derby. By
1916, the engine went into production. It was named the Eagle
and was put into wartime service beginning in 1916 at 250
horsepower in size. By 1918, the Mark VIII form had risen in size
to 365 horsepower. Two other engines, the Hawk and the Falcon,
had been designed by Royce from his home in the south of France
and relayed to his production team in Derby for manufacture. In
total, 5,000 Rolls-Royce aero engines were made during World

War I, accounting for nearly half the air horsepower used by Allied
forces. By the late 1920s, the company derived more profit from
the manufacture of aero engines than it did from making cars.
Producing aero engines also had applications for developing
motorcar engines. In 1924, for example, Rolls-Royce introduced
front wheel brakes to its cars, as well as power assistance through
a gearbox driven servo. The interwar years also signaled a
departure from the company's practice of producing only one car
model. In 1922, the 3.5-liter, 20-horsepower model was
introduced. In 1925, the "New Phantom" succeeded the Silver
Ghost. Although its larger seven-liter engine had overhead valves
rather than side valves, the chassis and the running gear were
the same as those used on the Silver Ghost.
Over the next ten years, Rolls-Royce continued to manufacture
automobiles for an increasingly exclusive and wealthy clientele. In
1931, the company purchased Bentley Motor Ltd., a
consistentlyundercapitalizedEnglish
manufacturer
of
highperformance automobiles. Royce, who was conferred a baronetcy
in 1930, died in 1933.
Just before the outbreak of World War II, the Phantom II was
replaced by the Phantom III. The new model was driven by a V12
engine, the most powerful yet. Without Royce to oversee its
introduction, however, the Phantom III production had been
expensive. This led in 1937 to the company's consideration of
rationalizing its design and production facilities to contain
expanding operating costs.
Aircraft Engines Driving Growth During World War II
Before his death in 1933, Royce had set about designing a new
generation of aero engines that surpassed 1,000 horsepower in
size. The result was the PV12, a 27-liter engine eventually named
the Merlin. The Merlin was first used by the Royal Air Force in

1937. Two years later, the aero engine could maintain 1,000
horsepower to 16,000 feet. Impressed with its design and output,
the Royal Air Force agreed to help fund the development of
threefighter planesdesigned around the Merlin--the Fairey Battle
Bomber, the Hurricane, and the Spitfire. All performed with
memorable accuracy in the famed Battle of Britain during World
War II. Innovations to the engine during this time ensured it could
attain 1,000 horsepower at more than twice the original altitude,
47,000 by the war's end. Activity during World War II had greatly
expanded Rolls-Royce. Factories at Crewe and Glasgow, Scotland,
had been opened. By 1945, the company employed significantly
more than 50,000 people.
Ernest Hives, who served as CEO of Rolls-Royce from 1936 to
1957, decided in 1945 that the future of the company lay in
continuing to produce aero engines. He guided the company's
conversion from piston turbine engines to the new gas turbine
engine designed by Stanley Hooker and Frank Whittle in 1940. Car
production was moved from Derby to Crewe so that the Derby
facilities could work almost exclusively on developing the gas
turbine aero engine for the civil aviation industry.
An early customer of the Merlin engine was the Canadair DC4M, a
Canadian-built aircraft. The introduction of a military engine in a
civil aircraft took some tinkering before it was done successfully.
Rolls-Royce used its experience to judge just how different
commercial engine expectations were from military ones. In 1953,
Rolls-Royce introduced the Dart propjet engine for the Vickers
Viscount. This new engine had a centrifugal design and had taken
over from the Merlin 60 series of engines. The last Dart engine
was built in 1986, ending nearly 40 years of production.
Rolls-Royce also introduced the turbojet engine in the form of the
AJ65 model, or the Avon, which powered the world's first
commercial jetliner, de Havilland's Comet, as well as the
Canberra, Hunter, and Lightning. The company's second wholly

civil aero engine was the RB141, or Medway, launched in 1959. It

served the BEA and BOAC airlines for a few years before it was
replaced by the Spey, a smaller version. Aside from being used in
the BAC One Eleven, Fokker F28, and Gulfstream II and III, the
Spey made its way across the Atlantic into the American LTV A7
military aircraft.

4.5 -Competition and Nationalization: 1960-70s

Hives was succeeded by Sir Denning Pearson in the late 1950s.
Pearson
was
determined
to
penetrate
the
important
Americanairlinermarket, but was rebuffed by fierce competition
from Pratt & Whitney and General Electric (GE). In 1966 RollsRoyce effectively consolidated the British aircraft engine industry
with the acquisition of its top domestic rival, Bristol-Siddley
Engines. Two years later, the company won a key order from
Lockheed to build an engine for the TriStar plane. Although the
contract seemed a major coup at the time, development of this
powerful new engine, dubbed the RB211, consumed far more
time and money than Rolls-Royce had anticipated--so much so
that in February 1971 the company faced bankruptcy and was
subsequently nationalized by the British government. To reduce
costs, the company spun off its carmaking division into a separate
company, Rolls-Royce Motor Cars Ltd., which eventually became a
subsidiary of Vickers PLC. Both companies continued to use the
Rolls-Royce name and the distinctive RR symbol.
At the same time, development of the RB211 engine under the
engineering leadership of Sir Stanley Hooker continued apace. By
1972, the RB211 went into production for use in the TriStar
aircraft. Although it had been costly to develop, it was very
adaptable and modified for uses large and (relatively) small. In
1987, Rolls-Royce announced that 75 percent of customers for the
newBoeing 757airliner had chosen the RB211 engines for
propulsion. The RB211 was even used in landbased and off-shore
installations, mainly by the oil and natural gas industries in drilling

operations. On the military engine side of operations, Rolls-Royce

took part in the three-nation Turbo-Union RB199 engine
development for the Tornado aircraft during the mid-1980s. The
company also provided Pegasus vectored-thrust engines for the
British V-Stol Harrier aircraft, used primarily by the Royal Air
Force.
Under the chairmanship of Frank Tombs from 1985 until 1992,
Rolls-Royce reemerged on the London Stock Exchange in May
1987, securing more than two million shareholders in the process.
Many were from overseas, primarily Americans. By the end of
1988, a more hopeful business climate produced an order book
for Rolls-Royce of 4.1 billion, compared with the 2.7 billion a
year earlier. Sales for the company were slightly down, however,
on 1987 figures, as were the operating profits, at 333 million.

CHAPTER-3
LITERATURE REVIEW
RRUTC student Alison Wilson's review titled "Formation and effect of
topologically close-packed phases in nickel-base superalloys" has been honoured
with the runner up prize at this year's competition for the Materials Literature
Review Prize of the Institute of Materials, Minerals and Mining.

The Rolls-Royce Silver Shadow is a luxury car that was produced in Great
Britain in various forms from 1965 to 1980. It was the first Rolls-Royce to use
a monocoque chassis, a response to concerns that the company was falling behind
in automotive innovation.

3.1 -Design and engineering

Rolls-Royce Silver Shadow I

The design was a major departure from its predecessor, the Silver Cloud; although
several styling cues from the Silver Cloud were modified and preserved, as the
automobile had sold well.
The John Polwhele Blatchley design was the firm's first single bow model. More
than 50% of its predecessor had been sold on the domestic market where, by the

standards of much of Europe and most of North America, roads were narrow and
crowded.

3.1.1 -Silver Shadow II

1979 Silver Shadow II

In 1977, the model was renamed the Silver Shadow II in recognition of several
major changes, most notably rack and pinion steering; modifications to the front
suspension improved handling markedly.
Externally, the bumpers were changed from chrome to alloy and rubber starting
with the late 1976 Silver Shadows. These new energy absorbing bumpers had been
used in the United States since 1974, as a response to tightening safety standards
there. Nonetheless, the bumpers on cars sold outside of North America were still
solidly mounted and protruded 2 in (5 cm) less Also now made standard across the
board was the deletion of the small grilles mounted beneath the headlamps.

Outside of North America, where tall kerbs and the like demanded more ground
clearance, a front skirt was also fitted to the Silver Shadow II and its sister cars.

3.1.2 -Silver Wraith II

Rolls-Royce Silver Wraith II (North America)

Initially, the long-wheelbase model did not have a separate name, but in 1976, with
the introduction of the Silver Shadow II, the longer car was dubbed the Silver
Wraith II.
The Wraith II is identified by all alterations found on the Silver Shadow II and
additionally an Everflex-covered roof (also available as an option on the Silver
Shadow II), a smaller rear opera-style window (some customers deleted the smaller
back window:
For example Joe Bamford of JCB) and different wheel covers. Some Silver Wraith
IIs were also fitted with electric divisions which took up the extra four inches of
leg room in the rear.

 3.1.3 -Silver Shadow two-door models

A two-door saloon was introduced early in 1966 followed by a convertible in
1967. There are two different versions for the two-door saloon, one by Mulliner
Park Ward and the very rare James Young model which was only built in fifty
examples comprising 35 Rolls-Royces and 15 Bentleys.
The James Young version was discontinued in 1967, leaving only the curvier
Mulliner Park Ward model. The convertible variant was marketed as the Silver
Shadow Drophead Coup.

3.1.4 -Shadow-based Phantom VII

Rolls-Royce considered offering a Phantom VII model, based on the Silver
Shadow, but production of the car was not pursued and no prototypes were built.

1967 Rolls-Royce Silver Shadow Two Door Saloon by James Young

CHAPTER-5
RESEARCH METHODOLOGY

5.1 -OBJECTIVE OF STUDY

The main objective of the study is to recognize the sales trend
and segmentation of Rolls-Royce .
Special challenges that must be identified and addressed:
To know the segmentation and sales trend of Rolls-Royce
Along with this I am trying to assess companys performance
compared with that of the competition.
To know the way RR has segmented its cars
To know the areas in which the dealers satisfy their customer
and the areas that they do not satisfy.
To come out with the conclusion and recommendations
based on the analysis and interpretation.
This chapter describes the methodology of the study. This project
is based on information collected from primary sources. After the
detailed study, an attempt has been made to comprehensive
analysis on that at what % people purchased RR cars. The data
has been used to cover various aspects like consumption,
consumer preference, satisfaction of customer regarding RR cars.
In collecting requisite data and information regarding the topic
elected we went to the residents of people and collected the data.

5.2 -SCOPE OF THE STUDY

This research is been conducted to the product performance and

buying behavior of consumer in selection of cars. The relevance of
the study is the survey the product performance and buying RollsRoyce, which are consumed by people of all age group. During
this research is known which particular brand of cars is most
preferred by people of different age groups.

5.3 -RESEARCH DESIGN

For any researcher the research methodology is most important
criteria to decide before the actual research process starts.
There are many methods for conducting the research; some of
them are as under.
Descriptive and analytical
Applied and fundamental
Quantitative and qualitative
The design of a research is plan or a model that helps researcher
to conduct a formal investigation and survey. It is an application
of methods and procedures for acquiring the information needs
for getting a desired outcome.
It decides the source of data and methods for gathering data. A
good design ensures that the information obtained is relevant to
the research question and it was conducted by objectives since
research design is simply the frame work or plan for a study.

Out of these all research methods the research method, which

was most suitable for our report was DESCRIPTIVE

RESEARCH

METHOD because it provides us all the aspects that we require to

conduct the research and get an appropriate outcome.

5.4 -SIGNIFICANCE
Rolls-Royce have the biggest dealers network and the after sale service
center in India.
Rolls-Royce adopts the good promotional strategy about transferring their
thoughts to the costumers about the products.
Rolls-Royce got the highest number record in domestic sales with 966,447
units. Now they achieve 10,000,000 domestic sales mark.
Rolls-Royce has the strong brand value and very big strength of royal client
base.
Rolls-Royce have around 15 vehicles in their portfolio which have high
quality of production line and low fuel consumption such as silver ghost,
phantom etc.
The highest sales number of small car is rolls-royce -phantom solid gold.
Rolls-Royce is the first brand that starts to sale second-hand car through
their true value entity.
Bigger name in the market
Trust of People

Rolls-Royce is the market leader for more than 10 decade.

5.5 -LIMITATION
The interior quality of Rolls-Royce car when compare with
the other brands is lower.

The intervention from government due to they have share

holder.
Maruti Suzuki do not have SUV segment like the other
brands.

The recent strike of Suzuki workers cause the production

slow down and affect with the sales.
Exports are not that good.
Lesser diesel models in the market compare to others

5.6 -SAMPLE DESIGN

It is true that it is very difficult to do research with whole universe.
So far this purpose sample size is decided well in advanced and
selection of the sample also has to be specific so that it
represents the whole universe.
Sample element: The members selected from the population for doing the
survey constitute the sampling element.
Sample Size: A sample of 100 customers was taken as a sample element.
Sample area: Sample was taken only in North-Delhi to determine the attitude
of customers towards importance of branding in modern marketing.
Sample Technique: Convenience Sampling because of time and cost
constraints.

5.7 -INSTRUMENTS
Taking into consideration research instruments is selected by us is
questionnaire because it gives more flexibility in terms of the data
and has been asked to the respondents personally and has an
idea of getting an important unknown data that can be collected
through their behavior.
Mode of collection data: data collection mode is personal visit and
fulfilling up the questionnaire.

5.8 - DATA COLLECTION

5.8.1 -Collection of Secondary Data:
Internal and external secondary data is collected for the purpose
of study. Internal secondary data is collected within the company.
This data includes company records, previous research reports
and other relevant information.
External secondary data is generated from outside. This data
includes publications, government records and Internet etc.
Sampling Procedure:
Sample Size

100

Sampling Procedure

Simple random sampling approach

has been

adopted.

5.8.2 -Mode of communication:

There are three different methods of communications used by me.
Personal interview
Telephone interview
Mail interview
Among the three personal interview is the most versatile and
flexible mode of communication. So the personal interview was
more frequently for the study.

5.8.3 -Statistical analysis:

Data analysis and interpretation are necessary ingredients to
make the primary data obtained useful for tacking effective
strategic moves. The primary data, which has been collected by
survey using a structural questionnaire, has been systematically
organized, tabulated and edited, so as to properly analyze and
achieve the objectives.

CONCLUSION
In response to changes within its business environment RollsRoyce has developed its orientation from that of engineering to
become more business and service focused. The organization
has had to become much more proactive,dealing with new ideas
to create more services and customer focus. In the past, change
was rare and slow, the company tended to follow the market
trend. The structure of the organisationhas been realigned to
meet the needs of the new way of operating, organizational
structures define important relationships within the business and
create a mechanism for meeting business objectives.

RECOMMENDATIONS AND SUGGESTIONS

Rolls-Royce is rightly proud of what it has achieved. The
company has entered into the luxury car selling market in 2003
and already achieved a sense of growing demand.The company
could save more of its money if proper investment planning
were undertaken.The company has a strong performance with
subsiding strategies but yet wasting money on other loss sectors
as in the Rolls-Royce holding business.The business is running
under the support of the other profitable business.Thus the
company needs more finance or need to close the Rolls-Royce
holdings.

BIBLOGRAPHY

www.Wikipedia.com

www.Google.com